The Only Thing U.S. Open Fans Have in Common is Tennis
Not all tennis fans are created equal. At least that’s what the data is telling us. When we looked at the different personas of men and women who follow the official U.S. Open Twitter account, we found quite a few surprising differences.
Turns out, almost the only thing these groups of people have in common is tennis. The top similarities revolve around following tennis players and other athletes, tennis gear and athletic brands and hashtags around other athletic competitions.
In almost every other persona category, there are significant differences. Within the top five accounts for each category, only one or two overlap multiple different brands and interests. Within the entire interest summaries, there are only three similar accounts; “NBC Nightly News”, “CBS This Morning” and CNN’s Brian Stelter.
Among nonprofit, restaurant, mainstream news and auto categories, there are still very few overlapping brands.
What’s interesting is that these aren’t the stereotypical brand differences between men and women. Sure, it makes sense that Christopher & Banks would show up in the men’s store category and Athleta would show up in the women’s, but there’s no gender related difference between Dunkin’ Donuts and Jamba Juice, or BMW and Honda or Politico and The Daily Beast.
And with such a wide range of interests spanning these U.S. Open fans, surely the tournament’s official sponsors would be represented, right? Wrong. Check out the sponsors to the right:
None of these brands showed up in either the men or women’s persona. Even among the ten different auto brands, Mercedes, one of the U.S. Open’s top sponsors, was not represented. The tennis brand Wilson, media outlet New York Times and fashion brand Polo never appeared in the personas.
Here we see a perfect example of not all fans liking the same things. If we had broken down the U.S. Open fans differently, by age, income, or etc., we’re sure we would have seen even more differences. It is crucial for detailed research to be done to be able to accurately reach your entire fan base. And even to make sure your sponsors are of interest to that audience. This data could save companies millions.